Creating Effective Advertising: Using Semiotics

Creating Effective Advertising is a guide to using semiotics, the science of signs, to create visual advertising. It teaches effective visual communication with the persons to whom an ad is targeted. You will learn how to use signs to evoke emotion, positive response, and desire in creating the visual components of advertising.

Richard D. Zakia is professor emeritus, Rochester Institute of Technology where he held both teaching and administrative positions. He is a recipient of the Eisenhart Outstanding Teaching Award. His teaching included courses in semiotics, photography, perception, advertising, and graphic design. Administrative duties included Director of Educational Research, Director of Instruction Development and Media, Chairman of the Fine Art Photography Department and graduate program in Imaging Arts. Prior to joining R.l.T. Zakia worked as a Photographic Engineer for Eastman Kodak. He has authored and co-authored a number of books in photography, perception and teaching. Some of them have been translated into Chinese, Korean and Italian. He was coeditor of the most recent edition of the Focal Encyclopedia of Photography. At the time of the publication of this book he was working with art historian Dr. Joanne Szabla on an interactive Photo CD on how and why art is used in ads.

Mihal Nadin is acknowledged by colleagues from around the world as a "true Renaissance man". He established his reputation in sciences (mathematics, computation, artificial intelligence) and humanities (philosophy, design, aesthetics, semiotics). His work celebrates the unity between theory and practice, as well as interdisciplinarity. After pioneering work in computer graphics, Nadin approached issues of human communication, interactivity, electronic photography, and interactive media to the benefit of industry and professionals eager to explore new creative avenues. As a leading thinker and practitioner in visual communication, multimedia, and semiotics, he advised businesses regarding new products and several colleges and universities, in the USA and abroad, in establishing innovative programs. A successful lecturer and writer, he addresses major international conferences and has published well over 100 books and articles. Semiotics of the Visual: Defining the Field, Sign and Value, The Civilization of Illiteracy, Mind - Anticipation and Chaos, and The Art of Art, are pertinent to the subject of this book.